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New Army recruits take part in a swearing-in ceremony in San Diego. (Gregory Bull/AP) CHICAGO — After the Great Fire ravaged this city in 1871, the phoenix became an unofficial symbol of its rebirth ...

The Army will launch a new advertising campaign next year that uses an old slogan to attract young audiences to the service — “Be All You Can Be.” While that sounds familiar to anyone who watched ...

The U.S. Army is rebooting its '80s-era slogan "Be All You Can Be" in a new rebranding campaign, as part of an effort to turn around the service's most dismal recruiting environment in decades. The ...

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WASHINGTON — The Army is reaching back for a nostalgic slogan that service leaders believe will help solve modern recruiting troubles — “Be All You Can Be.” Service leaders have set an ambitious ...

A poster from the Army's second round of Be All You Can Be advertisements. (Army Enterprise Marketing Office/Army) After successfully salvaging the first campaign of the Army’s “Be All You Can Be” ...

The Army is bringing back one of its most successful ad campaigns with the 1980s and 1990s-era slogan – "Be All You Can Be" – as it looks to appeal to Gen Z. On Monday, the branch rolled out a new ad ...

We are excited to announce the official premiere of our new Army brand. On March 8th, we will introduce a new generation to one of the most timeless phrases in our Army’s history: BE ALL YOU CAN BE!

For the first time since 2001, the U.S. Army has introduced a new brand that redefines what it means to “Be All You Can Be” for a new generation. Secretary of the Army Christine Wormuth, Army Chief of ...